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Lipton Cup-A-Soup   Canadian Value Of Music Coalition   YWCA   Night Exchange   Danier Leather

NIGHT EXCHANGE

Owned by Lavalife, the Night Exchange is a phone service that allows both men and women to indulge their sexual fantasies over the phone while remaining safely anonymous.

Lavalife's chief business goal was to differentiate Night Exchange from 976 numbers and phone sex services where people talked to paid professionals. The second goal was to emphasize Night Exchange's similarity to a bar, where equal numbers of men and women comfortably mingle.

Focusing on fantasies accomplished several things. It allowed the spots to be as racy as they needed to be to position the product and pique interest. It also allowed the creative to differentiate the product, by paying homage to both male and female desires.

The campaign went on air in the late spring, and response was immediate with inquiries hitting record levels. In Toronto, male inquiries went up 312% while female inquiries grew by 213%.

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